Hadley Designs

General Manager, DTC Ecommerce

Hadley Designs

full-time

Posted on:

Location Type: Remote

Location: United States

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About the role

  • **About the Role**
  • As our General Manager, DTC Ecommerce, you own the P&L. You own the strategy. You own the results.
  • Your Core Focus
  • - Scale Shopify and TikTok Shop to $20M+ in combined revenue within 18 months
  • - Achieve ≥15% net margin on Shopify and ≥5% on TikTok Shop
  • - Maintain Meta ROAS ≥ 2.0 and TikTok Shop ROAS ≥ 3.5
  • - Launch one new high-converting bundle-based funnel per month
  • - Drive email and SMS to contribute ≥25% of Shopify revenue
  • - Remove the CEO from daily ecommerce execution by owning strategy, systems, team, and outcomes **
  • You are not here to manage tasks. You are here to architect a repeatable growth engine.**
  • What You’ll Do
  • **Traffic and Acquisition**
  • - Test 100+ ad creatives weekly across Meta and TikTok
  • - Optimize paid traffic to hit strict ROAS thresholds
  • - Partner with affiliate and UGC teams to scale winning creative
  • - Stay ahead of platform trends, formats, and policy updates
  • - Coordinate launches with Amazon for halo effects
  • **Offers, Funnels, and CRO**
  • - Launch one new bundle-based funnel every month tied to educational outcomes
  • - Optimize CVR, AOV, CAC, LTV, upsells, and overall funnel economics weekly
  • - Oversee homepage, product pages, and collection merchandising
  • - Refactor and relaunch underperforming funnels with new hooks and offers
  • - Lead seasonal promotions including Back-to-School and Holiday campaigns
  • - Build and maintain funnel SOPs and testing roadmaps
  • **Customer Nurture and LTV**
  • - Lead lifecycle marketing through Klaviyo and Postscript
  • - Optimize welcome, cart abandonment, post-purchase, and win-back flows
  • - Build ascension paths from posters to workbooks to busy books
  • - Develop blog and SEO strategy to drive organic education-based traffic
  • **Performance and Forecasting**
  • - Review weekly P&Ls for Shopify and TikTok Shop
  • - Analyze AOV, CVR, CAC, LTV, ROAS, GP to CAC, and lifecycle revenue share
  • - Deliver weekly scorecards and monthly strategic growth plans
  • - Forecast performance and identify scaling levers
  • **Team Leadership**
  • - Lead and coach a cross-functional ecommerce pod of 6+ team members
  • - Establish clear ownership and weekly operating rhythms
  • - Hire and develop talent as funnel velocity increases
  • - Manage freelancers and specialized contractors
  • - Model Extreme Ownership, Relentless Innovation, and Integrity Above All
  • How Success Is Measured
  • - $20M+ DTC revenue within 18 months
  • - Consistent margin and ROAS targets achieved
  • - One profitable funnel launch per month
  • - Email and SMS driving at least 25% of Shopify revenue
  • - Documented systems that scale without founder dependency
  • - A high-performing team executing without burnout

Requirements

  • **Who You Are**
  • You think like a General Manager, not just a marketer.
  • You thrive in ownership. You love numbers. You respect creative. You build systems that make growth inevitable.
  • You align deeply with our values:
  • - Extreme Ownership. You solve problems and close loops without excuses.
  • - Relentless Innovation. You test boldly, learn fast, and iterate constantly.
  • - Integrity Above All. You report numbers accurately and tell the truth even when it is hard.
  • Experience That Sets You Apart
  • - 5 to 10+ years in DTC ecommerce, especially Shopify and paid social
  • - Proven track record scaling ecommerce brands past $20M
  • - Experience owning revenue and profitability targets
  • - Deep expertise in Meta and TikTok Ads
  • - Hands-on experience with Klaviyo, Postscript, and Shopify CMS
  • - Strong background in bundles, upsells, and LTV optimization
  • - Ability to write and review high-converting landing pages
  • - Comfortable leading a fully remote team with clear weekly cadences
  • You are analytical and creative. Strategic and operational. Visionary and accountable.
  • You care about building something that lasts.
Benefits
  • **Why You’ll Love Working Here**
  • - You will have real ownership. Real trust. And real impact.
  • - Hadley Designs is a remote first company built on autonomy, creativity, and accountability.
  • - You will work closely with leadership, including the CEO, while having full authority to own your channels and decisions.
  • - Access to ongoing learning, training, and tools to sharpen your knowledge and strategies in the DTC space.
  • - You will be surrounded by A+ team member that value excellence, growth, and doing the right thing.
  • - You will build something meaningful. Our products help families slow down, connect, and rediscover the joy of learning together.
  • - You will help shape a decade long vision to build the most trusted children’s brand in the world.
  • - Access Josh Hadley's vast network through his podcast Ecomm Breakthrough
Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools
DTC ecommerceP&L managementrevenue optimizationconversion rate optimization (CRO)customer lifetime value (LTV) optimizationcost per acquisition (CAC) analysisreturn on ad spend (ROAS) managementfunnel developmentemail marketingSEO strategy
Soft Skills
ownershipproblem-solvingcreativityleadershipanalytical thinkingstrategic thinkingoperational efficiencyteam developmentcommunicationinnovation